It’s somehow easier to say who we are by telling you who we aren’t.

We aren’t interested in pleasing everyone. It’s not the business we are in and not who we are as people. We are in the business of making beautiful kit. Kit that makes days of hard work or cafe rides better. Kit that performs better on the bike. We won’t talk about how technical our material is or make claims that can’t possibly be proven. We don’t test our gear in a wind tunnel because that’s just silly, jerseys don’t make you faster, you know this to be as true as gravity.

We don’t make ten jerseys in five different color ways each, that’s not design. We aren’t owned by a conglomerate or run all our messaging and jerseys through an ad agency. The sameness of social media doesn’t interest us. We won’t make images or films that are designed for likes and that look the same as all the pictures in all the feeds. We won’t ask questions that we know the answer to just so we can hear it back from people. Engagement is nice, but we don’t live and die by everyone loving everything we do.

We simply make perfect kit with a ridiculous amount of attention to detail. Details matter. They make all the difference. We hang our hat on the execution of the smallest details.

For us it’s not always all about the ride, not all about the road, not all about the effort. It’s not all about the pace line and hammering with friends or chasing strangers uphill to pass them and then drop them... even though those things are fun.

Some days it’s about the easy roll, the slow coasting down the road to grab a coffee. The ride on shady streets taking in the sites. Sometimes it’s about sitting up in the saddle riding with no hands eating a croissant. Some days it’s about just breathing and rolling, getting some sun and looking around. Cycling makes us present in a world that is full of distractions. All the days on a bike matter. Any day riding is better than a day not.

We make jerseys we love. We hope you like them as well. We will be here down the road, we will continue to make things that mean something to us, that reflect our ideals, that make us happy.

We are people who love this cycling life, and the clarity that riding brings us. We are big fans of you.

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